Family Operated For Four Generations!

In an effort to stretch the monthly budget, I allowed my 10 year old to pick out any two 5 pound bags of breakfast cereal from the off-brand cereal section. I already have a general rule about not spending more than $2.50 on a box of cereal; as there are always on-sale options in that range among the ubiquitous staples: Cheerios, Rice Crispies, etc.

This morning I had a bowl of one of the items Clark picked out – “something-er-other Malteys”, aka “Lucky Charms”. Yummy! As is the tradition, I read the packaging while consuming the packages’ contents. What do you know! The “off brand” was Malt-O-Meal. I know Malt-O-Meal!! What ever happened to Malt-O-Meal? You know - that chocolate hot breakfast stuff. Now they make huge bags of knock off cereal!?

In large print, following the “Malt-O-Meal” moniker is the marketing slogan, “Family Run for Four Generations”. After reading this morning that Castro has resigned and his brother is officially now the leader of Cuba – but no substantial changes are expected - the family-run marketing slogan seems dubious. “Cuba! Family Owned and Operated since 1959!!” Buy Cuban bonds!

There are many examples of companies turning the reigns over to immediate family members, or the next generation, with mixed results. On the plus side I would say Marriott did it pretty well, although I think there are issues finding a third generation member with enough brains or initiative to keep that one going. Hugh Heffner has turned Playboy over to his daughter. Ewe. Didn’t see THAT one coming. And Tommy Boy – well, Dan Akroyd, Rob Low and Bo Derick tried to stop that one, but it ended OK.

But back to questionable marketing slogans: “Developed by a 3rd Grade Teacher!!” This is one of my favorites. Since Airborne is a product ostensibly produced for my health, it is curious to me that they by-passed medical or technical expertise for “Developed by a 3rd Grade Teacher!!” Am I supposed to feel good about that? Does it have Ritalin in it?

And going back to the family run thing – makes sense if the company is family oriented. “Reunions R’US – family run since 1950!” I guess cereal is sort of family-like - at least at my house. Now, “The Divorce Store – Family Run since November!” See – it doesn’t work well there. But really, how often do you see generation after generation step up, being visionary and effective like their predecessors. Look at the Hilton family. Yikes! And the Bush’s and Clinton’s. When did it become a good idea for political nepotism? OK, most of world history – but I think we all agree now that it is not necessarily a good succession of leadership in a democracy. At the very least, it’s confusing.

It is true, however, that we need a marketing campaign for the our proud country since the world is really annoyed with us. If Hillary were to win, we could try:

“United States of America – Family Owned and Operated since 1989!”

Not as impressive as Cuba. But give us some time.